Marketing, advertising & media intelligence

“All the stories I’ll ever need are right here on Main Street.”
– Robert Cormier

Many years ago, I was in New York for the first time. I was in a yellow cab I had seen in a hundred movies. It was like cinematic déjà vu. From the journey, I remember two things. The first thing was that the suspension of yellow cabs in New York often make you feel like you are driving in a large swimming pool. The second thing I remember was the answer the cab driver gave me to my first question.

I was a little overwhelmed. We had driven for a while from JFK International Airport and the first time you arrive in New York there is a lot to take in. The skyscrapers, the poverty, the wealth and the unmissable perfume of potential.

My cab driver was an older Jamaican gentleman and he was listening to talk radio. The discussion on the radio was about wearing a weave and if that made you a fake. It was just one more detail I strangely still remember.

I leaned forward and asked him this question. What is the difference between New York and Los Angeles? He looked into the mirror and instantly responded.

New York is theatre. L.A is T.V. Yes, sir.

The perfection and simplicity of the answer hit me between the eyes. 20 years later, I still think it might be one of the best answers I have ever heard.

Since that day, I have always had conversations with taxi drivers. Recently, I was in San Francisco and I wasn’t disappointed. The first guy, Ahmed, told me what it was like to be a Muslim in America right now. How people are frightened of him and how he sometimes pretends to be Mexican. The second was a Nigerian man who you can see in the photo above. He told me about moving to America in 1979 and how there was a large Nigerian community in, of all places, Dallas. When I asked why he said because there was a direct flight from Lagos to Dallas. It was the first city you reached, so people stayed there.

I mention these stories because in each one there are fragments and details that make them interesting, specific and very human.

Interesting. Specific. Human.

I think about these words a lot at the moment. There are many articles and discussions about data, personalisation and process at the moment. We use the word insight in just about every presentation we ever make. We talk about storytelling and its importance.

A lot of words. A lot of questions.

My feeling is that instead of all this making the work more interesting and specific, it is making it more generic.

Now, it would seem other things are more important than quality right now. Cost and the ability to make a lot of stuff very quickly. Fair enough. But I can’t help but wonder. Where does this go? Let’s fast-forward as an industry five years into the future.

We make content cheaper; we make more of it and we put it everywhere. This very process will make what is made more generic and boring. Mark my words. There will be a sameness that will grow into an epidemic. What will be made will become less and less memorable. We are talking about a lot of work that nobody will notice despite all the measurement saying otherwise. It will also not sell anything to anybody. And when that happens, there will be three questions that will have to be answered. Firstly, is making thousands of things of average quality really the answer? Secondly, does memorability and distinctiveness matter anymore? Thirdly, if it does, what can be done to fix the situation?

It will be interesting to see what the answers will be. Things are pretty uncertain in this industry right now but if there is one thing I do know it is that clients never just want parity with competitors.

So, the first lever that can be pulled makes something cheaper. The second will make more of it. The question is what happens when everybody can pull these levers? The answer is you have to change the game. And creativity is always the answer to that question. You only have to look at history to see this seemingly new paradigm has happened over and over.

Be distinctive. Be interesting. Be noticed. Have something to say. And say it well. Those things don’t change.

A memorable Rastafarian taxi driver I will never forget taught me that 20 years ago.

Damon Stapleton is the chief creative officer at DDB. This post originally appeared on his blog.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Everyone talks about the ‘new New Zealand’ – but what’s really changed? What does this mean for your business and brand? And why do we see the same well-worn imagery of a New Zealand of the 20th century, rather than the 21st?

New Zealand’s media agency market spent $1.04 billion in the 2017/18 financial year according to Standard Media Index (SMI), bringing four years of consecutive financial growth to an end. Across all media, radio, cinema and outdoor saw the greatest growth.

Everyone loves a list (even if it's about the worst lists) and, after more than 1000 nominations, a number of New Zealand companies have managed to impress our neighbours and earn places and special awards in the Australian Financial Review's Most Innovative Companies

Following Kraft Heinz's acquisition of Cerebos Gregg's, the company has consolidated its creative and media agencies, in a move that sees Cerebos Gregg's join Kraft Heinz under the roofs of The Business Marketing Group and Starcom.

ESports are about to have a new home in New Zealand with the launch of a pop-up eSports channel on Sky. We speak to Sky TV director of strategy, George MacFarlane, about the rise of eSports, and how the new channel is set to build greater knowledge about the sport.

Latest comments

What's the total weight difference? What's the patty weight difference? What's the price difference? Do you like real tomatoes, onions, and pickles like the Whopper or secret goop like the Big Mac? The Big Mac only comes their way(socialism), but ...

Genius From Elsewhere

1

Will influencer marketing work for cannabis? Digidaytakes a look at how cannabis companies are hoping to use influencers to get around ad brands – but not all are convinced and many influencers are weary.

2

Oreo is celebrating lefties in a new campaign featuring a limited edition left-handed cookie. The stunt has seen the brand create packaging that opens on the right side, compared to the left side where it typically opens.

3

Flip-flop brand Gandys is on a mission to develop a global footprint but unlike others with such ambition, all of its profit goes to charity with no money left for ad campaigns. Marketing Week looks at how it's building the brand through social media and press.

4

The trailer for Warner Bros. Pictures' new film The Nun is an example of great advertising as well as an ad that’s gone too far. Appearing on YouTube, it gives viewers a couple of seconds to turn the volume down before they hear a large bang and piercing scream alongside a grotesque image.

5

A phantom takes to the soccer field in a new celebrity-filled spot for Nike. The action-packed ad travels the world to promote the new boot and figure out who the phantom is that’s tearing up the soccer field.

Gold Sponsors

Silver Sponsors

Why we like it: It's nice to see the faces behind the voices in this ad. It's simple and feel-good, all while poking fun at some of the conventions of a music montage. Behind-the-scenes tricks like a hairdryer wind machine and torch spotlight are on full display for an extra laugh.

Who’s it for: MacKenzie Bread (Goodman Fielder) by The Enthusiasts and Curious Film

Why we like it: There's nothing like a bread ad to tug on the heartstrings. The grocery staple is as important to our lives as, well, (bread and) butter, so it's no wonder MacKenzie Bread likes to celebrate the process of creating its fine loaf. Nothing good comes easy but this ad makes it look easy as.

Who’s it for: Air New Zealand by Exposure

Why we like it: The latest installment of Air New Zealand's 'Where to Next?' campaign follows the same formula as its predecessors. Now the campaign has been around for a couple of years the latest ad seems familiar despite it being brand new. Showcasing Chicago and Los Angeles, it really makes us believe any destination is a possibility for our next trip.